Chain hotels (Hilton, Marriott, Best Western) offer predictability. Boutique hotels — smaller, locally-owned, distinctive design — offer experience. The mid-trip boutique stay often produces the most memorable nights of any holiday.
Where boutique earns its premium
Trips where the hotel is part of the experience (Italian agriturismo, French chateau stays, Marrakech riads, Japanese ryokan). City centre stays in beautiful old buildings.
Booking platforms specialising in boutique: Mr & Mrs Smith, Tablet Hotels, i-escape, Secret Escapes. Direct booking often best.
Mix boutique with chain. Chain for predictability when you need it; boutique for the experience days.